Mindful Indulgence & Purposeful Choices Top Snacking Habits: Mondelēz International’s State of Snacking Report 2023

After Mondelēz International announced its fifth global consumer trends study, the State of Snacking Report 2023, the company unveiled its India report. The 5th edition sheds light on the multifaceted nature of snacking, highlighting themes of mindful indulgence, snack curation, and purpose-driven consumption.

Developed in partnership with The Harris Poll, this report was initially launched five years ago in support of Mondelēz International’s mission to lead the future of snacking. The past half-decade of tracking attitudes and behaviours among thousands of consumers across 12 countries has shown a consistent trend line of consumers demonstrating a preference for snacks over meals.

This year, Mindful indulgence emerged as a key trend with 82 per cent of Indian consumers savouring their snacks more when consumed mindfully. Portion control also takes precedence as 79 per cent prefer smaller portions of indulgent snacks over larger servings of low-fat alternatives. In a surprising revelation, 71 per cent of Indian consumers would opt to give up social media for a month rather than bid farewell to chocolate. Passionately declaring that chocolate is good for the soul, 80 per cent of Indians agree, that savouring chocolate is like taking a mini vacation for your senses. 

Nitin Saini, Vice President – Marketing, Mondelez India added, “The State of Snacking Report 2023 delves deeper into the dynamic snacking landscape of India, revealing a fascinating blend of indulgence, mindfulness and curiosity. What’s truly intriguing is consumers are seeking snacks that align with their values and offer delightful experiences, savouring snacks that are consumed mindfully with controlled portions but without compromising on the taste. This trend resonates with our commitment to crafting a diverse portfolio that caters to the mind, body & soul. As we witness this cultural shift towards more purposeful snacking, Mondelez India is dedicated to innovating the portfolio to meet these evolving preferences. We’re excited to continue our journey of snacking innovation, creating memorable experiences with every bite.”

The State of Snacking Report 2023 unveils more than just customers' everyday behaviours; it also provides useful insights into broader societal trends that influence the snacking industry. 

• With a remarkable 97 per cent of Indian consumers embracing snacking as a daily routine, and millennials (79 per cent) and Gen Z (71 per cent) seeking solace and distraction in these moments, it's clear that snacking serves a purpose that’s beyond physical fulfilment. This trend represents a social change towards more adaptable eating habits, fuelled by evolving lifestyles and the need for practical on-the-go alternatives. 

• Furthermore, the preference for numerous smaller meals throughout the day over bigger ones reflects a growing demand for personalized experiences and a focus on mental health in the face of everyday challenges. The report also highlights an overwhelming demand (89 per cent) for snacking during special moments or specific times of the day, indicating the emotional significance and ritualistic nature of snack consumption. 

• The quest for diverse snack options (82 per cent) speaks to the evolving preferences and lifestyle choices of Indian consumers, presenting an opportunity for businesses to innovate and cater to a wide range of needs and tastes.

Mondelēz International continues to lead the snacking industry in adapting to these evolving consumer preferences and working to ensure that every snack provides an opportunity for connection and mindfulness while prioritising consumer desires.

Additional findings from the 2023 State of Snacking India report include:

• Snack Curation and Adventurous Tastes

1. India's snack enthusiasts are on a quest for novelty, with 85 per cent emphasising the importance of flavour and texture combinations. 
2. Over 8 in 10 Indian consumers (81 per cent) eagerly anticipate trying new snacks, with 78 per cent identifying themselves as ‘snack adventurers’.

• Digital Avenues

1. Digital avenues play a crucial role in snack discovery, with 84 per cent of consumers turning to platforms like Instagram for inspiration. 
2. Online research is prevalent, especially among Millennials (93 per cent) and social media captivates 84 per cent of users. 

• Mindful Indulgence and Well-being

1. The report underlines the pivotal role snacks play in supporting the physical and mental well-being of Indian consumers. 
2. An overwhelming 82 per cent report making conscious decisions, utilizing snacks to align with fitness goals (86 per cent), boosting energy (82 per cent), and uplifting mood (84 per cent). 
3. Portion control emerges as a cornerstone of mindful indulgence, with 80 per cent of Indian consumers seeking portion-controlled snacks.

EE News Desk

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